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Gain insights from Hilton Honors SVP Jenn Chick on the pivotal role of co-branded credit cards in driving member engagement, enhancing customer experiences, and fostering brand loyalty. Discover how Hilton Honors and American Express have forged a successful partnership to deliver unparalleled value to cardholders while unlocking new avenues for revenue growth and customer acquisition.
Jenn Chick is the senior vice president and global head of Hilton Honors and Customer Engagement at Hilton. Jenn has more than 20 years of experience developing innovative marketing strategies across a variety of industries, including hospitality, travel and consumer packaged goods. In her current role, she is focused on elevating the customer experience and driving acquisition and retention for Hilton Honors, as well as overseeing performance and benefits, setting reward pricing and strategy, and providing overall program management. As a Hilton Honors member for almost a decade, her favorite benefit is the warm welcome and hospitality she receives no matter where in the world she stays.
Most recently, Jenn served as vice president of marketing execution and operations at Hilton, where she transformed marketing operations through the use of analytics, process optimization, automation and organizational transformation. She was responsible for developing a global integrated marketing strategy and delivering customer-centric content and creative to drive better marketing returns and customer experiences.
Prior to joining Hilton, Jenn worked for MarketBridge, McCann-Erickson and Arnold Worldwide in various marketing, sales and advertising roles. She holds an MBA from The Darden Graduate School of Business at the University of Virginia and a B.S. in Marketing from George Mason University. While Jenn can most frequently be found at a roadside Hampton by Hilton with her husband and three children, she always appreciates an opportunity to use her Hilton Honors Points for a special getaway at one of Hilton’s luxury resort properties around the world.
Brands face many challenges when maintaining a vibrant customer loyalty program that engages members, elevates the customer experience, and fosters brand affinity. While some challenges might seem obvious — getting internal stakeholder buy-in for loyalty efforts, leveraging the right technologies and trends to remain competitive in the marketplace, mastering the art and science of providing members with a truly authentic personalized experience, etc. — there is also a dark undercurrent sneaking below the surface of customer loyalty: fraud.
Join us for an insightful session, led by Ryan Draude, Head of Loyalty at Giant Food, as he discusses the pressing issue of loyalty program fraud and its ramifications on brands. This session will shed light on the growing presence of manipulation of loyalty accounts from both internal and external origins. We will explore various types of loyalty fraud, their processes, impacts, and, most importantly, strategies to detect and control these issues within loyalty programs.
Key Takeaways:
The current Head of Loyalty for Giant Food, Ryan Draude has invested his career in the evolution of long-term customer relationships made through the benefits of loyalty & retention programs.
With Giant, he is responsible for fostering the customer relationships with prospective and current shoppers across omnichannel interaction points and forging the path toward benefits and experiences that serve millions of shoppers who shop both in-store and via eCommerce across the Mid-Atlantic.
Ryan formerly led Choice Privileges, the multi-billion-dollar reward program for Choice Hotels, and over a five-year period overhauled the program via the scrutiny of member data and the respect to listen to what members sought from the program. The results catapulted the program to its first major Freddie Award and moved the program from #11 in the country to #2 in the US News & World Report’s Best Hotel Reward Program category.
Prior, Ryan earned a U.S. patent for his work standing up Sallie Mae’s customer engagement efforts via his delivery of the first true-cost college affordability online tool for all families to understand the real education financing. His tenure includes other loyalty, marketing, and financial leadership positions with Rite Aid, Capital One, Citigroup and Switchfly.
He is also an Adjunct Professor at Georgetown University, teaching Loyalty Strategy within their Hospitality Leadership program at the Master’s level for the past four years.
In today's digital landscape, mobile apps stand out as pivotal assets in fostering user interactions and engagement, particularly within loyalty programs. Yet, these assets aren't being leveraged to their fullest potential. "The Underestimated Asset" workshop is designed to tap into this dormant potential, drawing inspiration from the gaming industry—most notably, the success story of Candy Crush.
This interactive workshop is structured around the essential dynamics of loyalty programs, likened to the captivating elements of games: Collect, Accelerate, and Reward & Redeem. By exploring mechanics of Candy Crush, we aim to highlight strategies that can elevate the mobile experience.
Participants will be encouraged to apply these insights to their own scenarios, discovering how their mobile apps or loyalty programs can incorporate game-inspired strategies to enhance engagement, loyalty, and overall value.
Attendees will leave with not only a deeper understanding of the hidden potential within mobile apps but also with actionable strategies to transform these digital platforms into dynamic, engaging, and invaluable assets. Join us to unlock the hidden value of your mobile app, transforming everyday users into devoted champions and advocates for your brand.
David Hamel blends 20 years of digital innovation with an engineering background, establishing him as a distinctive strategist in digital solutions. Leading the strategy, customer experience, and design teams at nventive, he spearheads the development of solutions that tackle complex challenges through creative and impactful user experiences. In recent years, his teams designed and implemented dedicated mobile experiences for leading coalition loyalty programs and developed a white-label solution for brand-specific programs.
Before nventive, David's roles at Electronic Arts and Dassault Systèmes honed his expertise. His journey from a consultant to an executive has endowed him with a multifaceted perspective across diverse contexts and business challenges. David has navigated small to large organizations through critical moments requiring stakeholder alignment and consulting across various categories and markets, from local to national levels. His extensive experience spans product and digital experience design, implementation, and the integration of technology, data, and AI, underscoring his leadership in navigating the evolving digital landscape.
Stéphanie Mercier spearheads digital strategy and customer experience initiatives at nventive, leading transformative projects, self-service innovations, and impactful product launches. Her expertise is rooted in years of hands-on experiences at major firms like Vidéotron and Yellow Pages Group as a CX strategist and product manager in both B2C and B2B arenas. Her early career as a freelance content creator laid the groundwork for her holistic approach - uniting user needs to business goals as parts of the same story. She is a key player in shaping digital experiences that resonate with customers and drive business success.
John is the Vice President of Loyalty, Personalization, and Analytics at Rite Aid. Prior to Rite Aid, John launched a digital-only loyalty program at Hannaford Supermarkets (part of Ahold Delhaize). Additionally, he has more than 25 years of experience in marketing, with much of that in retail. His experience includes data-driven marketing roles from a variety of perspectives, including Vice President of CRM at Symphony EYC (including clients Ahold USA and Rite Aid) and Manager of Customer Loyalty Marketing at Shaw's Supermarkets.
Parkland has a successful coalition offering with partners that include CIBC and Air Canada. During this session, Michael will highlight the achievements in the construction and effective management of the Journie loyalty program, with a focus on maximizing value for consumers and partners alike.